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Book chapters (2001), Les grands auteurs en marketing, Éditions Management et Société (EMS), pp. 9-23

Frank M. Bass : Le marketing scientifique

This chapter reports the impact of Frank Bass on the marketing academic community. In particular, it outlines his work on: (1) the measurement of advertising effectiveness on brand sales, (2) buyer behavior, and (3) the diffusion of technological innovations over time.

BEMMAOR, A.C. (2001). Frank M. Bass : Le marketing scientifique. In: Alain Jolibert (ed.). Les grands auteurs en marketing. 1st ed. Caen: Éditions Management et Société (EMS), pp. 9-23.

Keywords : #Comportement-du-consommateur, #Diffusion-des-innovations, #Publicité